The second episode of Asia’s first large-scale natural exploration documentary reality show, *Follow Bear to Go on an Adventure*, premiered during the prime time slot on Dragon TV on October 23. After the broadcast, the "love-hate relationship" between Bear Grylls and Han Xue, as well as Da Zhangwei, once again went viral online. Han Xue’s punishment of wearing a hell helmet was clearly Bear’s way of retaliating for her refusal to eat worms in the first episode, while Da Zhangwei even repeatedly called for quitting the show, shifting the entire program’s tone and adding a touch of variety show flair.
Following Jiang Changjian on an Adventure
While celebrities follow Bear on an adventure, brands follow Jiang Changjian on one. This seems to have become the unspoken main theme of *Follow Bear to Go on an Adventure*. From a marketing perspective, overseas markets began using actors portraying doctors to promote toothpaste or healthcare products as early as the 1980s; domestically, the same approach has been used since the late 1990s to create emotional brand placements. From this angle, Tianhe Gutong Plaster’s placement method is fairly conventional, yet its communication effect stands out. During the broadcast of *Follow Bear to Go on an Adventure*, Taobao search volume for Tianhe Gutong Plaster increased by 30% compared to the same period last year. In terms of communication impact, aside from the inherent promotional advantages of *Follow Bear to Go on an Adventure*, the key move targeting Jiang Changjian proved to be the right one for Tianhe Gutong Plaster under China Resources Sanjiu Medical & Pharmaceutical Co., Ltd.